How hard is it to buy a self-owned car?

I travelled to Seoul, South Korea some time ago. Because I was involved in the automotive industry, I paid special attention to Seoul's cars.

Through a few days of observation, it has been found that a large part of the cars that come and go on Seoul Street are local brands such as Hyundai and Kia. Occasionally a BMW or Mercedes can be found in the traffic. In South Korea, 85% of cars are home-made cars, and only those who are rich will use imported cars. As for the reason, first of all, the government encourages Chinese people to buy their own national brand cars, and Koreans are also willing to support their own national brands. Second, Korean cars are now very beautifully designed and of good quality. “There used to be problems before, but now there is basically no quality problem during the warranty period. In addition, their after-sales service is very good. If the car is faulty, they will send someone to solve the problem.” The accompanying tour guide commented on the Korean car. .

Although it was only a short answer, it made a sharp point to the South Korean car's survival and development. One is quality, the other is after sales.

Judging from the experience of Korean automotive development, I do not think that there is a big gap between our own brands and joint venture brands in terms of quality. Chery, Geely, and Great Wall Motor, which has been developing rapidly in the past two years, are comparable to joint venture brands in terms of quality. . From the point of view of large auto groups, FAW, SAIC, Guangzhou Automobile and other companies have rich experience in joint ventures with foreign brands, and the quality of independent brands is not much worse. In my opinion, the key difference is still after-sales service.

Compared with the continuous increase in the after-sales service of Korean brands in the mainland, there is still a big gap between our own brands' investment in this area. A few days ago I heard a well-known independent brand dealer talk about a thing, a new brand of self-owned brand, a spontaneous combustion incident occurred a few days after purchase. The owner of the 4S shop requested that in addition to the replacement of a new car for free, he must also pay for the car. However, the double claim for compensation has not been recognized by the dealer. The owner of the vehicle carries his family and friends to the 4S shop to grind it all day. The dealer is confused and calls the headquarters. The solution given by the head office is to find a group of people to solve the problem and the cost is out of the headquarters. As a result, the arms of course cannot be twisted on the thighs. Not only did the owner not receive compensation for the replacement of the new car by the manufacturer and the dealer, but he also had to pay compensation according to the insurance program for spontaneous combustion of the vehicle.

Who will be your customer after this "after-sales service"? Consumers have purchased their own brand cars because of their trust, and businesses have used evasive, non-existent or even rude attitudes to deal with emerging issues. This continues to hurt the trust of those consumers who support their own brand cars. In the long run, it is the company itself and the brand "autonomy."

Of course, the above incident may be a special case. However, from this incident, it can reflect that the independent brands appearing in the service do not attach importance to after-sales service, or even ignore. From the annual recall of vehicles, we can see that there are so many recalls in Toyota, Honda, Chrysler, Ford, GM, Volkswagen and other international brands, but there are several active recalls of their own brands?

Now, in order to break the brand image, self-owned brands are “going up”, pushing more advanced brands and developing higher-level cars. In the process of going high, we have encountered such difficult pressures. In fact, pushing up a class car is only one aspect. From my point of view, to spend some money and energy, to first serve existing customers well, and to feel respected and respected for the purchase of self-owned brands. In addition, if the independent brands do a good job of after-sales service, even if the quality of the car has some embarrassment, consumers will be able to understand their own brands due to good attitude and timely and thoughtful after-sales service, support their own brands, and give their own brands more time to improve. .